A presentation slide featuring a soft gradient background transitioning from light pink at the top to pale yellow at the bottom. The central text in bold white reads 'Social Media Influence on Generation Z decision making in fashion'. Along the left side, a thin vertical line separates this from two sets of smaller, vertically oriented white text: 'IRENA SA-NGAUNSATTAYA' at the top left and 'Signify 2022 School of professional communication' at the bottom left.

The influence of social media and generation Z consumer behaviour in fashion

Irena Sa-Ngaunsattaya

A close-up portrait of a smiling young East Asian woman looking directly at the camera. Her long, layered brown hair with lighter ends frames her face and falls over her shoulders. She wears natural makeup, and her left ear features a helix stud, a small hoop, and a larger twisted hoop earring. She is wearing a light pink slip dress or camisole, with a plain beige wall and white bedding visible in the soft-lit background.

Biography

Hi there! My name is Irena Sa-ngaunsattaya (she/her). I’m a fourth-year Professional Communication student with a minor in Communication Design at X University. I’m a passionate content creator with a passion for media advocacy, photography, and visual storytelling. I also love reading about designers and fashion in my free time which leads me to my capstone project.

Research Summary

This research focuses on social media and how it influences generation Z decision-making in fashion. The research question comes down to what are generation Z’s opinions on social media and fashion? How can we educate the younger generation on fast fashion? How do consumers practice healthy social media use?  and what are the causes of unhealthy ones?

The methodology used in this research includes a mixed methodology between literature review and survey analysis.

Tags

SocialMedia;Fashion;GenerationZ;ConsumerBehaviour

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